As a leading data storage manufacturer, NetApp knows the value of data throughout its business. To transform its marketing data to valuable insights that help drive sales, NetApp uses Adobe Analytics and Adobe Target in Adobe Marketing Cloud.
NetApp set out to make every interaction more engaging and more valuable to customers by learning when, how, and why they visit the company’s digital channels. Doing so helps feed the company’s sales pipeline by encouraging higher forms completion rates to capture customer information and by pinpointing when in the sales cycle customers are most likely to engage via their web or mobile devices.
“We didn’t just want our digital properties to broadcast information to customers,” says Zann Aeck, Director of Digital Experience at NetApp. “They’re powerful tools for starting valuable conversations and keeping them going. To have better conversations, we needed more visibility into the full journey. To get the most visibility possible, we use Adobe Marketing Cloud.”
Marketing Cloud has unified disparate sales and marketing teams into a collaborative business group and provides scalability as business grows. Early results have been impressive, with site-wide engagement jumping 170 percent and conversion by 13 percent.